E.l.f Beauty has launched a bold campaign, Dupe That!, which supports its mantra that when a business both does good and is good, anything “is e.l.f.ing possible.”
The campaign encourages the community to read e.l.f.’s FY 2024 Impact Report and participate in being good and doing good. The company believes an environment where companies lift each other up to do better elevates the playing field so we all win.
Kory Marchisotto, e.l.f. Beauty’s Chief Marketing Officer, said,
“Our e.l.f. ethos powers purpose, our purpose powers people, our people power performance – and our performance powers possibilities. The more we unapologetically lean into our purpose, the stronger the signals to keep using our megaphone to help make the world an increasingly brighter place for every eye, lip and face. At e.l.f.’s core is democratizing access – to the best of beauty, to wealth creation, to level playing fields in sports and business, to wellness, to a better planet and, perhaps most importantly, to doing it all with kindness. Please, DUPE THAT!”
The campaign was created with partner agency Madwell.
In an eye-catching call to action, the approach highlights fanciful unicorns set against tangible, quantitative facts:
The campaign encourages the community to read e.l.f.’s FY 2024 Impact Report and participate in being good and doing good. The company believes an environment where companies lift each other up to do better elevates the playing field so we all win.
Kory Marchisotto, e.l.f. Beauty’s Chief Marketing Officer, said,
“Our e.l.f. ethos powers purpose, our purpose powers people, our people power performance – and our performance powers possibilities. The more we unapologetically lean into our purpose, the stronger the signals to keep using our megaphone to help make the world an increasingly brighter place for every eye, lip and face. At e.l.f.’s core is democratizing access – to the best of beauty, to wealth creation, to level playing fields in sports and business, to wellness, to a better planet and, perhaps most importantly, to doing it all with kindness. Please, DUPE THAT!”
The campaign was created with partner agency Madwell.
In an eye-catching call to action, the approach highlights fanciful unicorns set against tangible, quantitative facts:
-
Democratizing access to the best of beauty with the ability to buy five e.l.f. lip oils for the price of one of its prestige competitors, according to the company’s prices in September 2024. -
Leading with a kind heart, donating at least 2% of previous-year profits to drive positive change. -
Changing the board game as the only U.S. publicly traded company – out of approximately 4,100 – to have a corporate board of directors that is 78% women and 44% diverse. -
Making every one of e.l.f.’s 500+ employees an owner, granting more than $180 million in equity – excluding the executive team – since 2014. -
Standing with every eye, lip, face, paw, and fin with double cruelty-free certification from PETA and the Leaping Bunny Program.
The Dupe That campaign will be featured on over 22 LED screens of the E-Panel wall in The World Trade Center retail complex in New York, a two-page spread in The New York Times and throughout e.l.f.’s social-media ecosystem.
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